BoyleSports increases SSBT count through expanded Playtech BGT Sports deal

BoyleSports increases SSBT count through expanded Playtech BGT Sports dealPlaytech BGT Sports (PBS) has agreed a deal to extend distribution of its self-service betting terminals (SSBT) with BoyleSports.

The provider of omni-channel sports betting solutions will deploy another 325 of the terminals within the Irish operator’s 225-strong estate, doubling the number to over 1,000 in the last 12 months.

Individual shop SSBT density will increase once the additional terminals have been installed, with many of the operator’s best performing shops hosting in excess of five SSBTs.

Dr. Armin Sageder, chief executive of Playtech BGT Sports, said: “Our partnership with BoyleSports has been very successful since our initial deployment, and our second extension to the deal this year proves the strength of the product for the Irish customer base.

“Many shops will host more than four terminals, which illustrates that customers are seeing the tangible benefits of the machines, which have been shown to greatly add incremental revenue and increased margins, without the threat of cannibalisation to the over-the-counter product.”

Playtech BGT Sports was created in 2016, following Playtech’s acquisition of Best Gaming Technology and integration of other businesses into one sports division.

The new BoyleSports agreement comes just four months after a similar deal extension, which saw PBS provide an additional 200 terminals to the operator.

BoyleSports believes SSBTs can help it differentiate itself from rivals, as it bids to offer customers an all-encompassing service through a variety of modern mediums.

Jenna Boyle, head of retail at BoyleSports, said: “Customer feedback for the increased offering provided by PBS’ SSBTs has required us to greatly increase the number of them across our estate to keep up with demand.

“They have helped us generate record-breaking SSBT football betting turnover, and the significant incremental revenue each one generates has led to us making the decision to further increase the average density in our shop in order to further enhance our market leading retail offering.”

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